Green Street Dispensary owner and industry awards judge Paul Mavor helped organise the inaugural Cape to Cape for Cannabis event in Western Australia, and here he reflects on what the sector might gain from trading conference rooms for coastal trails.
The traditional cannabis industry conference got a thorough rethink in April, when more than 100 attendees gathered in Western Australia's Margaret River region for the inaugural Cape to Cape for Cannabis — a four-day program combining clinical education with coastal hiking, networking, and open-air conversation.
Medical Cannabis Research Australia (MCRA) hosted the event, which opened with a continuing professional development day bringing together leading clinicians and researchers.
The day's program addressed chronic pain, cancer, PTSD, and where Australian cannabis research currently stands.
THC driving laws emerged as a recurring concern, with speakers noting how these regulations continue to prevent patients from taking part in clinical trials.
The educational sessions gave way to three days on the Cape to Cape Track, with attendees swapping conference chairs for cliff-top views and stretches of coastline.
Conversations continued freely along the trail, and many participants said the format generated more genuine and productive connections than a conventional industry gathering.
The route offered its share of memorable moments — swims at the Aquarium and Injidup Spa, dolphins at Canal Rocks, and a walk past the Margaret River Pro surfing competition.
Evening events drew on the region's hospitality, with a jazz-themed networking night at Edwards Wines — the tasting room featuring a full-size tiger moth — and a 4/20 closing party held at an undisclosed winery location.
Founder Sharlene Mavor said the aim was straightforward: bring the industry together in a way that genuinely encourages collaboration.
"We wanted to create something different: a space where people could connect in a more meaningful way," she said.
"And it worked. The conversations, the energy, the feedback. It's clear this format resonates."
The event wrapped up with a light-hearted awards ceremony that included a "Stuntman Award" for the most dramatic fall and a "Terminator Award" for the fittest walker — a fitting end to four days that built a strong sense of community among attendees.
Feedback was overwhelmingly positive, and the most common question was when the next event would be held.
Cape to Cape for Cannabis may well have set a new course for how the industry gathers in Australia.
